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Design Brief (basic template)

Brief date: (insert date the brief made/summarized/approved by both parties)

Basic information

Project name:

Client’s brand:

Client person in charge/PIC: Point of contact and approval for the work

Contact details:

Project overview

Project objective(s) Describe the scope of work in 1-3 sentences.

Eg. produce new 3 key visual designs for new product
launching. to be displayed in billboard, printed and digital
banner, instagram ads.
Please mention if it’s a re-creation or rebranding project.

Deliverables Number of final artwork/FA and its specifications.

Eg. 1 FA for each type of publication: billboard (4x6m),
banner (1800x1440 pixels) and instagram ads. In format
PDF and PSD.

Timeline Deadline

Budget

Brand, product and market overview

Brand overview Describe the brand in 2-3 sentences.

Eg. Coca‑ Cola, the world's most recognised drinks brand
and its leading non-alcoholic ready-to-drink beverage, …

Product overview Describe product/event/campaign related the design project.

Eg. Launching new healthy beverage, fruity flavor, to meet
the market demand of fresh juice and healthier bottled
beverage that is easy to access and carry.
The tagline, Key selling point
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Target Audience Describe the target market (may have more than 1 persona).
Common description are:
Social economic status/SES, Personalities, specific
geographic/location.
Will be helpful if there’s example of real person, attach links
from real person instagram account etc.

Key Message Message you want to deliver to the target audience.

Tone of Voice Choose the words that are best describe your product.
Eg. smart, urban, healthy

Competition Share what you like or dislike over the competition‘s

design/event/campaign

Design references

DOs and DONT’s Branding guideline, if any.

Must-haves/mandatory design elements.
Must NOT have. Eg, don’t use Helvetica font.

Visual Preferences Preferences, likes and dislikes. Samples of published design

Text Text to be included in the design

Visual elements Checklist of visual elements to be provided by the client:

◎ Logo
◎ Brand’s font type
◎ Stock photo or illustration
◎ Brand’s color codes
◎ please add as necessary
Checklist of visual elements to be provided by designer:
◎ Stock photo/illustration
◎ please add as necessary

Additional Information:
Additional information about the project. For example:
Agreed workflow: (1) first draft consists of 2 design styles→ (2) continue to design upon client’s
approval on the first draft→ (3) two times revisions after the design delivered → final delivery.
Designer presence required to present upon date xxx.

List of attachments:
List of files for design reference and/or to be used in the design. Eg. branding guideline, existing
campaign design, logo, stock photos.